To understand Buyer's side it's very important,I just share the part of buyer's side etc.

1. BUYING PROCESS
1. Problem Recognition-Identify the gap
2. Information Gathering
3. Evaluation of Options
4. Evaluation of risk/Concerns
5. Purchase Decision
6. Post Purchase experience
The Big 7 Buying Emotions
“PEOPLE BUY FEELINGS, NOT THINGS”.TONNY ROBIN
When I was writing this chapter someone told me that life is not fair and won’t be fair anytime
soon. This is the same when Customers make buying decisions because they have carefully
considered a set of all good information, am I right?
Wrong.
Buying decisions are always the result of a change in the customer's emotional state. While
information may help change that emotional state, it's the emotion that's important, not the
information.
Neuroscientists emphasize that emotions play a central role in our decision-making-progress:
Neuroscientist Antonio Damasio conducted a study which found that people who were unable
to generate emotions due to medical conditions had trouble making decisions.
While product quality and seller reputation matter, the reason we make a purchase goes far
beyond the fundamentals. It goes far beyond rational thought. It goes into the subconscious. In
fact, research by the Nielsen Company shows that roughly 90% of purchasing decisions are made
subconsciously. And further studies have revealed that while our brains process 11 million bits of
sensory information every second, our conscious minds can only handle less than 100 per second.
So how can we start using emotion in selling? Here are big 7 buying emotions.
 Greed
 Indifference
 Fear of loss
 Sense of urgency

2.  Love/sentiment
 Envy
 Pride
 Entertainment
 Vanity
 Being Afraid or Scare, Being Blame, Yearning, Fondness, Joy, Craving, Sex, Personal
Progress or Improvement and Self-Esteem.
1. Greed. This means an intense and selfish desire for something, especially wealth, power, or
food . Most buyers are driven by selfish desires that’s why Food & Betting industry is using this
emotion too much and win the market eg. Red Blue they use the motto ‘Red Bull Gives You
Wings’ which is a promise to buyers super powers so one will drink Redblue for his self-reason,
when someone BET he does so for a self-reason and that’s why these industries have been
winning the market for many years.
2. Fear. Most people are full of fear and due to that gap sales people use this emotion to close
business "If I don't make a decision now, I'm toast." The fear of losing ,fear of missing the
opportunity so you have to make decision now not later, Some brewing industries use this and
have introduced limited edition bottle for the purpose of boosting sales .
3. Lust or Sex. Does Sex Really Sell in Advertising? There's Been Much Debate Over Whether It's
an Effective Strategy
Sex in advertising is the use of sexually provocative or erotic imagery, sounds, or subliminal
messages that are specifically designed to arouse consumer interest in a particular product,
service, or brand
Typically,ads portray beautiful women and handsome men to lure aconsumer, despite atenuous
nonexistent link to the brand being advertised.
History of Selling Sex
Humans have an underlying, pre-programmed disposition to respond to sexual imagery that is
very strong. This knowledge has been used for over 100 years in advertising. While increasingly
abusing it, the industry cannot ignore the draw that sexual and erotic messaging has for
consumers.
Back in 1885, W. Duke, Sons & Co., a manufacturer of facial soap, included trading cards in the
soap's packaging that featured erotic images of the day's most popular female stars. The link
between soap and sex is slim at best, but it worked.
Since then, brands have purposely linked to suggestive or downright blatant sexual imagery in
the search for new customers. In particular, alcohol, fashion, perfume, and car advertisements
have created strong links to images of a sexual nature.

3. How sex sell? If you want to understand how sex sell ask musicians when they shoot videos, they
will always have a lot of pretty girls and no matter if the audio is good or bad, they will use the
videos with pretty girls to sell the video. A recent study in Applied Financial Economics explores
the relationship between how beautiful an agent is and how quickly he/she sells a property and
for what price and this is what they find out:
a: Male agents (representing both buyer and seller) tend to rep houses with lower prices.
b: Beautiful agents tend to yield higher closing prices.
c: Good news for those trying to sell your home: "the effect on house prices of having an
attractive listing agent is about twice as large as that of an attractive selling agent."
d: Just because your selling agent is attractive doesn't mean that your property will sell faster; in
fact, it's quite the opposite. You might learn to be patient and soak up all that extra time spent
in the presence of hotness.
e: In terms of commissions, pretty agents tend to sell at higher price points but sell fewer
properties than their, ah, uglier colleagues.
4. Pride. This is the main reason why people keep buying luxury products. Most of them do so
just to be noticed or seen. Research show that there is a relationship between self-esteemand
luxury goods where the luxury goods market continues to shine. The overall luxury market –
encompassing both luxury goods and experiences – grew by 5 percent at constant exchangerates
in 2018 to an estimated €1.2 trillion globally, with overall positive performance across all
segments.Personal luxury goods outperformed the market, posting 6 percent growth at constant
exchange rates to reach €260 billion, affirming the ongoing era of a “new normal According to
Bain &Company” Here is the facts:
Self-Esteem and Luxury Goods
According to a study published by the Journal of Experimental SocialPsychology, low self-esteem
is a big factor in whether a person will buy luxury goods that he may not be able to afford. For
consumers trapped in institutionalized poverty or those living paycheck to paycheck, a luxury
good can go a long way in increasing self-esteem or providing a sense of belonging.
Have you notice people wearing fake rolex or gold chain and the owner know that it’s fake ?why
? because of pride.
5. Laziness: Manypeople around the world they buy based on laziness,thus why online shopping
is dominating the market, fast foods are everywhere because of the same reasons. It has been
discovered that people prefer to live astress-free,they don’t want a lot of hustle, and if someone

4. want to win them he should come with very good short cuts. Instead of spending time to go to
supermarket he/she can spend her/his time home and order online.
6. Envy. "If I don't make a decision now, my competition will win." This is the reason why most
people are buying every day. Even my own wife, most of the times she will want to buy some few
things because she saw them from a neighbor or a friend eg. House and cars and through that
emotion sales people are making money on her emotion.
TYPES OF BUYERS/CUSTOMERS
The toughest challenge that companies face today is dealing with the margin-draining games
played by some customers to gain additional discounts. Each customer type requires a different
selling approach and they are always dynamic.
The five primary customer types are:
1. Price buyers. This type of customers buy when price is lower or there is a discount. These
are cheap buyers. Very demanding and buy purely on price - they do not value ‘value’
itself,differentiation or relationships. Most of them when they want to buy they just jump
to how much is it? without having important information and value of the products.
Negotiating with price buyers
Some things to think about when negotiating with a price buyer:
Conduct an extensive cost analysis that includes all costs of service and support before you
develop a price.
Strip away all value-added features in pricing the deal.
Establish a rational walkaway price so you don’t agree to a price that will cost your company
money.
2. Relationship buyers. These customers want to trust and have dependable relationships
with their suppliers, and they expect suppliers to take good care of them.
Negotiating with relationship buyers
Here are the tactics to consider when negotiating with relationship buyers:
 Develop an intimate knowledge of the prospect, concentrating on specific problems,
value drivers and possible solutions.
 Focus on making decisions that are in the customer’s best interest.

5.  Continually probe for areas of dissatisfaction and the impact of current work.
3. Value buyers/ Analytical Buyers. These types of buyers usually have professions that
require accuracy and analysis. These would include jobs such as accountants, engineers
or scientists, whereby they conduct research and analyze all the possibilities before
making a decision. What motivates this type of personality when they come into a retail
store to buy? Facts, details, product descriptions, Consumer Reports information... They
want data. Analyticals read manuals, directions and the fine print. Like the Director type
they are unaffected by small talk or the niceties that can accompany a retail store visit.
Usually this type of buyers They are educated, they know what they want and they have
the money, they just sometimes need more time, more education on what they are
buying and when they make a decision, they stick to it.
Negotiating with value buyers
When negotiating with a value buyer:
Don’t focus on price during initial discussions.
Focus completely on discovering differential value compared to competitors.
Present an extensive list of where and how you can provide value relative to other vendors in the
negotiation, and quantify that value to defend your position.
4. . Loyal customers – This type of customers keep coming back for more. Apart from having
a significant impact on your revenue, He/she will also be your brand’s ambassador.
Let’s say Mr Andy and customers like him help you grow through word of mouth. He
recommends your business or product to his friends and family, sending a healthy stream of new
customers your way.
You should try to leverage his experience and learn what makes him so satisfied with your
business. When you have the chance, ask Andy which aspect of your product or business he likes
the most. Take note and try to replicate that experience so that other customers can become
your brand ambassadors.
How to deal with Loyal Andy
 Give him a platform: You can help Andy spread the love and feature him in a case study.
A bit of social proof like that will make your landing pages much more appealing to
potential customers.
 Learn from his experience: See what turned Andy into a loyal follower and make sure that
happens more often with other customers.

6.  Don’t mess it up: Whatever you do, make sure that Andy stays excited about your product
and business.
5. Poker player buyers. These are relationship or value buyers who have learned that if they
act like a price buyer, they can get high value for low prices.
Negotiating with poker players:
 When negotiating with a poker player establish valued give-gets ahead of time.
 Pre-plan tactics that the poker player will use and prepare an appropriate response to
each.
 Recognize that you have value, and don’t roll over and start discounting, which will
validate poker-playing behavior.
6. Difficult customers: They are just difficult, generally very negative and downers.
We are all these types of customers and it really depends on the product/service that is being
sold. Most entrepreneurs subconsciously set up their business to attract cheap & difficult
customers because this is what they know.
Buying Signals
One day I was in Bedford View in Johannesburg shopping and I entered one shop and was having
a conversation with a seller ,I was actually trying to give her a signal that I want that product and
want it right now and I was sending buying signal several times ,but the seller was kept talking
and talking convincing me to buy…and I was like, can’t she get it??and due to time wasting ,I
decided to leave the shop and this is what happens in the sales world every day when buyers
show signals of buying and you keep persuading clients and ending up losing them. When clients
send buying signals immediately you need to stop selling and close the sale, just raise an invoice
and start packing for your buyer.
You might what to know are these buying signals.
Buying signals are behavioral cues that indicate the intentions of prospective or
existing customers in terms of their readiness to buy. They can help make the
sales process more efficient and higher-yielding.in other way Buying signals for
the seller side we call them sales objections and that’s when buyers show
signal to agree with you.
Why most sales people they don’t hear sales signal and keep talking?
This is the main reason why I wrote this. When you hear buyers asking about a specific product,
product model, or type of service.i.e. asking for the warranty, asking about the start of service or
delivery date, asking about the contract ,asking about the price, asking for the mode of payment,
asking about your company ,asking to repeat, those are the buying signals.

7.  Asking about a Specific Product or Service When your customer asks specificquestions
about a product or service it indicates they are interested. Examples: What other sizes
does this come in? How would something like this be handled?
 Asking For Payment term, this happen when buyers asking if he/she can pay in
installment? what are the payment terms? If heard about that stop selling, and close the
sale.
 Asking about Methods of Payment Your customer is only interested in finding out what
type of payments you take if they are interested in the product! This is a HUGE buying
signal! Examples: “Do you take checks?” “What type of credit cards do you accept?”
 Questions about Your Guarantee When your customer is asking about your guarantee
or warrantee he’s checking to be sure you stand behind your product’s reliability.
Checking on this means he’s strongly considering the purchase! Examples: “What sort of
warranty comes with this?” “What if it doesn’t work out?” “How long is the guarantee
period?”
 Asking about Delivery Times. A customer who is asking how soon they would receive it
is not only indicating interest but also a sense of urgency. (If you have a RUSH option...it
might be something to mention!) Examples: “How soon could I get this?” “If I ordered
today, how soon would it come?” “How do you ship your products?”
 Questions about Your Company. It’s important for customer to feel confident that
they’re dealing with a reputable and experienced company. Questions about your
company come from customers who are considering a purchase. Examples: “How long
has your company been in business?” “How long have you been selling these?”
 Asking You to Repeat Information. When a customer asks you to repeat something you
just said or wants more details about it, it indicates they are interested! Examples:
“Would you tell me a bit more about that feature?” “A minute ago you mentioned that
special feature would you go over that again?”
 Other Positive Verbal and Non-Verbal Clues. When a customer leans in, or nods (yes)
they are signaling they’re interested. Examples: “Really?” “Interesting...”